Toys designed for adults are expected to be popular this year, reflecting a growing trend known as the “kidult” phenomenon. Industry leaders like Lego are experiencing a surge in sales of products tailored for adult consumers. The British Toy & Hobby Association reported a 10% increase in sales within the “kidult” category last year, surpassing the 4% growth in toys for children under 12.
The unveiling of the top 30 Hero Toys for 2026 at the annual Toy Fair event showcased items geared towards adults, including the £55 Lego Botanicals Tulip Bouquet and the Ravensburger 3D Vase Puzzle priced at £15. The UK toy industry saw a 6% rise in sales in 2025, marking the first year of growth since the peak in toy sales driven by Covid-19 in 2020, with total sales now amounting to £3.9 billion.
As toy makers and retailers anticipate the upcoming trends for 2026, football-themed toys are expected to gain traction with the FIFA World Cup approaching. New film releases like Toy Story 5 and Super Mario are projected to drive sales, following the success of film-related toys which accounted for 16% of all toy sales in 2025.
Moreover, toys inspired by popular TV shows such as Stranger Things and The Traitors performed well last year. The 2026 Hero Toys lineup features themed games like a Peaky Blinders version of the Cryptic Killers’ mystery game and a toy linked to the travel competition TV show Race Across the World. Alongside Lego, other favorite toy brands on the list include PlayMobil and Care Bears.
The list also includes quirky items like a Scratch and Sniff – Under the Sea Fart Book, a Butt Face game, and a toy called Pup-Pee Showdown featuring a weeing dog. Representatives from the British Toy & Hobby Association emphasized the creativity and diversity of toys in the industry, highlighting the innovation and value that the Hero Toys offer for consumers.
Melissa Symonds, executive director for UK Toys at Circana, noted the significant growth in the infant and preschool toy sector in 2025, attributing it to innovation and the appeal of products like Toniebox and LeapFrog to parents and young children. Looking ahead, an exciting lineup of film and TV releases is expected to fuel further growth in the toy market, emphasizing the role of toys in connecting fans of all ages to their favorite entertainment franchises.